Something To Crow About
With a younger, hipper Colonel Sanders trading his jacket for an apron, and with KFC switching to healthier frying oil, the news is all good for the chain’s 67 Hawaii restaurants and their customers
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With things so good for Steve
Johnson and KFC, it’s like
chickenskin
are many changes and exciting developments in the pan.
Some of it has already taken place in Hawaii’s restaurants, and others are rolling out in just a matter of days. From logo changes to a breakthrough in cooking oil, KFC has reason to cackle.
If you’re a KFC devotee, you probably already notice something different about the bucket design and print collateral where the Col. Sanders signature symbols are used. The white jacket is gone, and the Colonel looks slimmer and younger. This is part of the “new look of KFC.”
And the Colonel now dons a red cook’s apron, while keeping his classic black bow tie, glasses and goatee.
“This change gives us a chance to make sure we stay relevant, and also communicates to customers the realness of Colonel Sanders and the fact that he was a chef,” KFC president Dedrick says.
“I was a little skeptical at first,” Johnson admits. “Colonel Sanders (and his likeness) is what started it all. Even while the KFC logo changed over the years, the image of Colonel Sanders was unchanged.
“This is a younger version to possibly appeal to younger demographics. The Colonel’s in an apron now, going back to his roots when he was in the kitchen for many years. He was very hands-on and liked teaching franchisees how to cook.”
The logo is changing for only the fourth time in 50 years, and for the first time in nearly a decade. Store designs include new graphics with the Kentucky Fried Chicken name and signs that read “Finger Lickin’ Good,” “11 Secret Herbs and Spices,” references to the Colonel’s famous secret recipe, and “Sunday Dinner, 7 Days a Week.”
Newer stores will be upgraded over the next 12 months, KFC corporate says. The restaurants will include warmer interior colors, open shop-style glass windows, and a digital jukebox that plays customer-selected music for free.
KFC’s new logo is incorporated into all local advertising. National television ads with the new identity began airing in January, and the new logo is already on KFC’s web site.
Marketing experts observe that all of this - contemporary store design, a remake of the Colonel himself and jazzier menu (with a Southern accent) - suggests that KFC is becoming “hip,” something seemingly contrary to its Kentucky-fried DNA. Dedrick calls it “old-school cool.”
The Colonel wants something it hasn’t had in years: respect.
Another landmark event takes place next month as KFC switches to zero trans fat cooking oil, with all 27 restaurants in Hawaii expected to be converted by late April.
“We are very proud that KFC is the first quick-service restaurant to implement this,” says Johnson. “The change to zero grams trans fat cooking oil is mandatory for all KFC operators in the U.S. by May 1, and that involves 5,500 restaurants.
“Consumers have been asking for it for years, and more people are health-conscious,” he adds. “This is good for us, and it’s good for our core customers who visit us regularly. This will bring us new customers as well.”
The new oil, a low linoleic soybean oil, will replace the partially hydrogenated soybean oil currently used at KFC restaurants. The conversion follows two
years of extensive testing.
The change in the chain’s signature products makes this one of KFC’s most important concessions to the growing consumer demand for better-for-you eating. Health officials say it also gives KFC a competitive edge.
U.S. Surgeon General Richard Carmona states, “KFC is making significant changes to help Americans make healthier choices. I encourage other companies to follow their lead.”
KFC tested its new oil in several cities, including New York, Chicago and Louisville. Most consumers detected no change. KFC is working to nix trans fat in biscuits, pot pies and desserts by April too.
Dietary Guidelines for Americans recommend minimizing the consumption of trans fat as part of a healthy diet. Trans fat has been shown to increase the risk for heart disease.
KFC’s announcement is hailed as a breakthrough because consumers are often asked to compromise by choosing between eliminating trans fat and better taste.
Johnson responds, “We think Colonel Sanders would be proud that we have found a solution that keeps all the delicious taste of KFC’s original recipe chicken.”
A typical KFC Hawaii restaurant uses about 300 pounds of oil a week, according to Johnson. Ninety percent of KFC’s products are cooked in shortening.
As other fast foods and packaged goods make the transition to lighter, healthier fare, KFC is keeping its eye on staying a leader in the business and meeting customers’ expectations at the store level.
Johnson reminds us, “In every quick-service concept, the top three factors are quality, good service and cleanliness. KFC is very particular, and inspections are made quarterly to make sure we maintain high standards. Hawaii has a great track record.”
The Hawaii franchise has accommodated local palates by introducing menu variations such as char sui chicken and garlic chicken, and soon will test teriyaki chicken sandwiches. It’s the only KFC in the nation where one can get steamed rice with fried chicken.
The quality control extends to its 521 KFC employees statewide. Many of the associates are trained in jobs for the first time. Yet others have been on the payroll for decades, some exceeding 40 years.
“These are the people who make it happen,” Johnson says with pride. “They are dedicated and hard-working. They are keys to our business.”
Chicken continues to be what’s for dinner in most households. According to the National Chicken Council (yes, there is one), U.S. chicken consumption per capita has risen from 68.8 pounds in 1995 to an estimated 85.6 pounds in 2004, up 24.4 percent. Forty-two percent of chicken is now sold through food-service outlets, and of this amount, 60 percent is sold through fast-food chains.
Ounce for ounce, chicken has less total fat, saturated fat, and cholesterol than beef, according to USDA’s 2005 nutrient database. Dietitians say chicken’s rise has something to do with its malleability, relative healthfulness and appeal to kids. (Beef nuggets, anyone?)
Admittedly, the food service business is hard work and highly competitive. What makes it fun for Johnson, who’s worked at restaurants since age 15?
“I love to see our employees and managers in action,” he says. “I like to see stores clicking and everybody happy.”
With a revitalized brand and enviable sales in Hawaii, Johnson and KFC have a lot to crow about. It should be all gravy now.
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